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SurveyUSA releases for the first time an unprecedented, in-depth look at the TV media landscape in media Market #7, Boston (Manchester).

This is not stale, generic, national research pulled out of some book, with limited and dated relevance to the Boston market. This is 1,700 PDF pages of fresh, local, detailed research on the Boston media landscape, conducted January 2013, with insight nowhere else found on the Boston media market and the talent that drives it.

Which areas are the stations in 2nd and 3rd place strongest in? Where is there opportunity for them to catch the #1 station?

SurveyUSA, America’s Pollster, interviewed a total of 950 Boston DMA adults, including 513 respondents who watch local TV news almost every day, and another 437 who do not watch local TV news.

SurveyUSA talked to your viewers. SurveyUSA listened to what they told us.

Listen to this marketplace assessment, by a 52-year old woman from Cambridge, who damns Channel 5 with the faintest of praise:

And, listen to this reaction to Fox 25′s Doug VB Goudie, from a 40-year old man from Braintree:

More than 100 actualities from your viewers are available for you to listen to and analyze. These real-time focus groups would cost many thousands of dollars to put together if you were to try to do it yourself. SurveyUSA has done it for you.

Listen as viewers tell us about Channel 5: “The people are older than the the Pyramids” … “out of shape” … “just a mess.“

Listen as viewers tell us about Channel 25: “Blood, guts and murders.“

Listen as viewers tell us about Channel 7: How many “Body Parts Found on Railroad Tracks” stories can you stomach?

We are pleased to make this data available to the stakeholders most affected by it:

General Managers

News Directors

Anchors

On-Air Reporters

Talent Agents

Group Heads

Research Directors

Promotion Directors

Program Directors

Advertisers

Whether you’re a news director worried about slipping ratings, an agent trying to shop a client, an anchor trying to figure out if it’s time to jump to a PR gig, an advertiser wondering which station is really the best place to spend your dollars, or just an interested news junkie, there’s something here for you.

Why Hearst’s WCVB-TV, under ND Andrew Vrees and GM Bill Fine, is the overall #1 station in the market

Where Fox’s WFXT-TV, under ND Paul McGonagle and GM Gregg Kelley, is closing

Where Sunbeam’s WHDH-TV, run by ND Linda Miele and GM Chris Wayland, shows strength of its own

How the most popular on-air talent in Boston is a weatherman.

How the most popular news anchor in Boston is a part-timer at CBS’ WBZ-TV, run by ND John Verrilli and GM Mark Lund.

Which station has the best on-air sports?

Which station has the best website?

Which station has the best on-air weather?

Who is the best weatherman?

Which station is in front when it comes to connecting with viewers using social media?

Exactly what features regular news viewers would want to see if they could design their own perfect newscast.

What’s turning off non-viewers.

Which station is more than twice as popular with standard-definition news viewers as it is with HD viewers.

The correlation between how much money you earn and how much you find local TV news to be “silly.”

Every major on-air talent in the Boston media market is analyzed. Not only is each talent rated relative to his/her competitors, but the ratings for each talent are broken down by:

Gender

Age

Race

Education

Income

Region of the DMA

A complete, in-depth comparison of the relative strengths and weaknesses of 30 of the Boston market’s most celebrated news personalities:

Bianca de la Garza

Randy Price

J.C. Monahan

Ed Harding

Heather Unruh

Liz Brunner

Harvey Leonard

Adam Williams

Jeremy Reiner

Kim Khazei

Reid Lamberty

Pete Bouchard

David Wade

Paula Ebben

Jack Williams

Lisa Hughes

Jonathan Elias

Melissa Mack

Barry Burbank

Mike Nikitas

Latoyia Edwards

Tom Griffith

Shelley Walcott

Gene Lavanchy

Shannon Mulaire

Maria Stephanos

Mark Ockerbloom

Kevin Lemanowicz

Shiri Spear

Doug VB Goudie

Why trust SurveyUSA?

For 20 years, SurveyUSA has worked with local TV stations to improve their newscasts, and to help make their branding, positioning, and talent better. SurveyUSA’s entire focus is local. We understand local media markets like no other research company.

To see just the high-level results of this survey and access the answers to every question asked, click here.

Or:

To see all of the results, including the complete interactive crosstabs, which, if printed, will be 1,700 PDF pages, and to be able to listen to the actualities from SurveyUSA’s real-time focus group, click here.

Access Survey “Internals” and Actualities

What will I receive?

Ability to listen to 100+ actualities as Boston-area news viewers use their own voices to tell you what they love, what they hate, and what they want from a newscast

A URL that links you to:

All of the hi-level survey results plus:

Every question crosstabbed by every demographic question

Every question crosstabbed by every other question

Ability to pull out complex trends such as the viewing preferences and demographic breakdowns of just those whose “perfect newscast” would include “a lot” of news about celebrities and Hollywood, or just those who would prefer a newscast with no sports.

Opportunity to view a single HTML file, with all of the data right in front of you, OR, if you prefer, you can print 1,700 pages of research in PDF format